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Agenda Setting Theory

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Saira Randhawa
Saira Randhawa

The document discusses the concept of agenda setting in mass media. It defines agenda setting as the process by which mass media determines what issues the public thinks and worries about. The media influences public agenda by choosing what news to report on and how prominently to feature different issues. This public agenda then influences policy decisions. The document traces the origins of agenda setting theory to Walter Lippmann in the 1920s and its formal development by McCombs and Shaw in the 1960s. It also outlines how agenda setting occurs in three levels - the media agenda, public agenda, and policy agenda.

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Agenda Setting Theory
Agenda Setting Theory
Presented By  Saira Ayub  Attroba Adan  Adeel Taswar  Zaheen Butt
Agenda Setting Theory
Agenda Setting Theory
 Agenda is a Planer List of Matters to be acted upon.  It means a Plan or Goal that guides someone’s behavior and that is often kept secret.
 When a baby starts going to school, the agenda on which his teachers work would include entertaining him with toys, cartoons and poems etc so that the child could adjust in that organized environment easily.
 When a company has to launch a new product, they would make it’s advertisement in a colorful and presentable way. Their entertaining advertisement would be their agenda to promote their product.
 When a villager comes to a town or a city, he is unaware of the environment. If we want to make him active and confident, we would meet him with a welcoming attitude, a smile, a handshake or a hug so that he may feel comfortable and may approach us anytime. All these efforts to make him comfortable would actually be an agenda on which we are working for the sake of his convenience.
 Mass Communication plays an important role in our society. Its purpose is to inform the public about current and past events.  Mass communication is defined in “Mass Media” as the process whereby professional communicators use technological devices to share messages over great distances to influence large audiences.
Agenda Setting Theory
 Agenda setting is defined in “Mass Media” as the process whereby the mass media determine what we think and worry about.  The media uses gate keeping and agenda setting to “control our access to news, information, and entertainment”.
 Gate keeping is a series of checkpoints that the news has to go through before it gets to the public.  Through this process many people have to decide whether or not the news is to be seen or heard.  Some gatekeepers might include reporters, writers, and editors. After gate keeping comes agenda setting.
 Is Phenomena ko sb se pahle  Walter Lippmann He was a journalist first observed this function, in the 1920’s. Lippmann then pointed out that the media dominates over the creation of pictures in our head.
 He believed that the public reacts not to actual events but to the pictures in our head. Therefore the agenda setting process is used to remodel all the events occurring in our environment, into a simpler model before we deal with it.
 The Agenda Setting Function of the Mass Media was first put forth by Maxwell McCombs and Donald Shaw in 1960’s in Public Opinion Quarterly.  They originally suggested that the media sets the public agenda, in the sense that they may not exactly tell you what to think, but they may tell you what to think about.
 In choosing and displaying news, editors, newsroom staff, and broadcasters play an important part in shaping political reality. Readers learn not only about a given issue, but also how much importance is attached to that issue from the amount of information in a news story and its position. In reflecting what candidates are saying during a campaign, the mass media may well determine the important issues—that is, the media may set the “agenda’’of the campaign.
• enacts the common subjects that are most important.First level • decides what parts of the subject are important.Second level
 This process is divided into three parts according to Rogers and Dearing in their book Agenda Setting Research.  The first part of the process is the importance of the issues that are going to be discussed in the media.
 Second, the issues discussed in the media have an impact over the way the public thinks, this is referred as public agenda.  Third, the public agenda, ultimately, influences the policy agenda.
Following are a few factors which may affect Agenda Setting: 1. The combination of gatekeepers, editors and managers. 2. External influences. These external influences may be from non- media sources, government officials and influential individuals.
“If the media has close relationship with the elite society, that class will probably affect the media agenda and the public agenda in turn”.
 It gives media, the power to establish what news we see or hear and what part of news is important to see or hear i.e. establishes Media Agenda.  It retrieves the opinion of the public.  Agenda setting is very important in the political aspect because the public agenda influences the policy agenda which means that candidates will try to focus on issues that the public wants to hear about and solve.
 In conclusion, the agenda setting theory has many beneficial uses in our society and it is the most important part of our communication.
Agenda Setting Theory

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Agenda Setting Theory

  • 3. Presented By  Saira Ayub  Attroba Adan  Adeel Taswar  Zaheen Butt
  • 6.  Agenda is a Planer List of Matters to be acted upon.  It means a Plan or Goal that guides someone’s behavior and that is often kept secret.
  • 7.  When a baby starts going to school, the agenda on which his teachers work would include entertaining him with toys, cartoons and poems etc so that the child could adjust in that organized environment easily.
  • 8.  When a company has to launch a new product, they would make it’s advertisement in a colorful and presentable way. Their entertaining advertisement would be their agenda to promote their product.
  • 9.  When a villager comes to a town or a city, he is unaware of the environment. If we want to make him active and confident, we would meet him with a welcoming attitude, a smile, a handshake or a hug so that he may feel comfortable and may approach us anytime. All these efforts to make him comfortable would actually be an agenda on which we are working for the sake of his convenience.
  • 10.  Mass Communication plays an important role in our society. Its purpose is to inform the public about current and past events.  Mass communication is defined in “Mass Media” as the process whereby professional communicators use technological devices to share messages over great distances to influence large audiences.
  • 12.  Agenda setting is defined in “Mass Media” as the process whereby the mass media determine what we think and worry about.  The media uses gate keeping and agenda setting to “control our access to news, information, and entertainment”.
  • 13.  Gate keeping is a series of checkpoints that the news has to go through before it gets to the public.  Through this process many people have to decide whether or not the news is to be seen or heard.  Some gatekeepers might include reporters, writers, and editors. After gate keeping comes agenda setting.
  • 14.  Is Phenomena ko sb se pahle  Walter Lippmann He was a journalist first observed this function, in the 1920’s. Lippmann then pointed out that the media dominates over the creation of pictures in our head.
  • 15.  He believed that the public reacts not to actual events but to the pictures in our head. Therefore the agenda setting process is used to remodel all the events occurring in our environment, into a simpler model before we deal with it.
  • 16.  The Agenda Setting Function of the Mass Media was first put forth by Maxwell McCombs and Donald Shaw in 1960’s in Public Opinion Quarterly.  They originally suggested that the media sets the public agenda, in the sense that they may not exactly tell you what to think, but they may tell you what to think about.
  • 17.  In choosing and displaying news, editors, newsroom staff, and broadcasters play an important part in shaping political reality. Readers learn not only about a given issue, but also how much importance is attached to that issue from the amount of information in a news story and its position. In reflecting what candidates are saying during a campaign, the mass media may well determine the important issues—that is, the media may set the “agenda’’of the campaign.
  • 18. • enacts the common subjects that are most important.First level • decides what parts of the subject are important.Second level
  • 19.  This process is divided into three parts according to Rogers and Dearing in their book Agenda Setting Research.  The first part of the process is the importance of the issues that are going to be discussed in the media.
  • 20.  Second, the issues discussed in the media have an impact over the way the public thinks, this is referred as public agenda.  Third, the public agenda, ultimately, influences the policy agenda.
  • 21. Following are a few factors which may affect Agenda Setting: 1. The combination of gatekeepers, editors and managers. 2. External influences. These external influences may be from non- media sources, government officials and influential individuals.
  • 22. “If the media has close relationship with the elite society, that class will probably affect the media agenda and the public agenda in turn”.
  • 23.  It gives media, the power to establish what news we see or hear and what part of news is important to see or hear i.e. establishes Media Agenda.  It retrieves the opinion of the public.  Agenda setting is very important in the political aspect because the public agenda influences the policy agenda which means that candidates will try to focus on issues that the public wants to hear about and solve.
  • 24.  In conclusion, the agenda setting theory has many beneficial uses in our society and it is the most important part of our communication.